Brand Strategy: Page 33
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Influencers sway consumers but authenticity loses some clout, study says
Attitudes toward AI creators are mixed, and only 35% of Gen Zers say authenticity is what they care most about from influencers.
By Aaron Baar • April 25, 2024 -
Courtesy of Coca-Cola
Coke creates AI-powered instrument that only plays ‘uplifting sounds’
Consumers in the U.S. and Europe can access Coke SoundZ as a digital app that turns noises associated with the beverage into melodies.
By Chris Kelly • April 24, 2024 -
Explore the Trendline➔
Spencer Platt via Getty Images
TrendlineMultichannel Optimization
There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.
By Marketing Dive staff -
TennesseePhotographer via Getty Images
Firehouse Subs deepens agency bench to ignite ‘creative firepower’
The sandwich chain is stepping beyond a single-agency model for the first time since its founding as parent RBI eyes a global expansion.
By Peter Adams • April 23, 2024 -
Courtesy of Hellmann's
Hellmann’s launches SOS mission to save mayo from extinction
“Save Our Sandwiches” advocates for regenerative farming practices and includes a microsite for consumers to “adopt” a mayo-filled sandwich.
By Jessica Hammers • April 18, 2024 -
Courtesy of The Coca-Cola Company
Why Sprite brought back ‘Obey Your Thirst’ to reach Gen Z
The Coca-Cola brand dropped a new spot that features its iconic slogan and Sha’Carri Richardson, its first woman athlete partner.
By Chris Kelly • Updated May 8, 2024 -
Courtesy of The Kraft Heinz Company
Kraft Heinz rebrands Mio liquid concentrate to meet Gen Z wellness trends
The CPG giant teamed with branding agency BrandOpus on its latest social media-friendly packaging makeover.
By Peter Adams • April 17, 2024 -
Courtesy of JCPenney
Q&AWhy JCPenney’s loyalty program is the next step in its $1B turnaround plan
Chief Customer Officer Katie Mullen explained how the retailer’s revamped program will deliver value to consumers and boost first-party data reserves.
By Chris Kelly • April 17, 2024 -
Courtesy of Diageo
Smirnoff Ice unveils summer ‘surpr-ices’ for music festival season
A new campaign that aims to connect the brand to this season’s music festivities features comedian Trevor Noah and actor Travis Bennett.
By Sara Karlovitch • April 15, 2024 -
Permission granted by Manischewitz
Q&AMeet the agency behind some of CPG’s splashiest brand refreshes
From M&M’s to Manischewitz, JKR has had a hand in high-profile overhauls that try to balance reverence for legacy with modernity.
By Peter Adams • April 15, 2024 -
Courtesy of The J.M. Smucker Company
J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands
After handling the CPG giant's business at Publicis, Gail Hollander now leads the marketer's in-house efforts to modernize brands for new audiences.
By Chris Kelly • April 15, 2024 -
Courtesy of The Coca-Cola Company
Powerade empowers athletes who ‘take a pause’ for global campaign timed to Olympics
The effort is rooted in an emotional spot featuring gymnast Simone Biles and will span TV, social media, on-site experiential activations and more.
By Jessica Hammers • April 12, 2024 -
Courtesy of CeraVe
Why CeraVe is using its Super Bowl playbook for a fake rom-com trailer
The L’Oréal skincare brand is playing off genre tropes and double entendres in its influencer-backed "The One Under the Sun" campaign.
By Chris Kelly • April 12, 2024 -
Courtesy of L’Oréal Paris
L’Oréal Paris celebrates setbacks with celebrity resumes on LinkedIn
Eva Longoria, Helen Mirren, Jane Fonda and others created “Worth It Resumes” that highlight both their setbacks and greatest achievements.
By Chris Kelly • April 11, 2024 -
Permission granted by Wow Bao
Wow Bao links restaurant rewards to Roblox in platform-first integration
Metaverse hype may have dissipated, but brands remain interested in leveraging games like Roblox to connect with Gen Z and Gen Alpha.
By Peter Adams • April 11, 2024 -
Courtesy of PepsiCo
Quaker illustrates the power of mornings with interactive photo series
“100 Reasons to Rise” portrays how mornings can unite people, with the stories of 100 “humble heroes” detailed via an interactive digital experience.
By Jessica Hammers • April 11, 2024 -
Courtesy of Hennessy
Hennessy refreshes brand with a focus on versatility
Accompanying a fresh visual identity is “Made for More,” a campaign by Wieden+Kennedy Amsterdam featuring actors Teyana Taylor and Damson Idris.
By Sara Karlovitch • April 11, 2024 -
Courtesy of Puma
Puma rallies around sport performance for largest marketing investment yet
The global campaign spearheaded by Matte Projects also marks the first time the sportswear brand has run a unified message across its portfolio.
By Peter Adams • April 10, 2024 -
Courtesy of Mars, Incorporated
Pedigree adopts AI to give ‘glow ups’ to shelter dog ads
Adoptable combines proprietary artificial intelligence with the brand’s global media reach to create more engaging ads that aim to shorten adoption times.
By Chris Kelly • April 10, 2024 -
Courtesy of Dove
Dove pledges to not use AI models in lieu of real women in its advertising
Indie agency Soko developed the global marketing effort, with Media.Monks handling social, digital out-of-home and other aspects.
By Peter Adams • Updated April 9, 2024 -
Courtesy of The Coca-Cola Company
Coca-Cola heads to Marvel universe for new spot, packaging campaign
Scannable Coca-Cola and Coca-Cola Zero Sugar packaging will feature more than 30 Marvel characters who come to life via augmented reality.
By Chris Kelly • April 8, 2024 -
Courtesy of Tekken 8
Chipotle levels up gaming efforts with Tekken 8 in-game perks, menu item
As an official partner of the fighting game, Chipotle will also make Tekken 8 the title game for the return of its Challenger Series esports competition.
By Jessica Hammers • April 8, 2024 -
Courtesy of Kraft Heinz
Kraft cooks up brand refresh, creative platform for unified sauce line
Handled by Wieden+Kennedy, the creative platform debuts on Instagram, TikTok and YouTube with content poking fun at “serious chef culture.”
By Jessica Hammers • April 3, 2024 -
Courtesy of IAB
How marketers can navigate the legal pitfalls of generative AI
Panelists at the IAB Public Policy and Legal Summit outlined some of the issues marketers must contend with while using the technology.
By Chris Kelly • April 3, 2024 -
Courtesy of Papa Johns
Q&AHow Papa Johns’ new brand platform connects pizza to marketing transformation
CMO Mark Shambura delves into the “Better Get You Some” campaign, the first major effort handled by creative AOR The Martin Agency.
By Chris Kelly • April 2, 2024 -
Courtesy of IBM
IBM shows the dangers of marketers using ‘fishy’ generative AI
The tech giant turned the Las Vegas Sphere into a fishbowl of wonky fish to show what its Watsonx AI platform and Adobe’s cloud offerings can prevent.
By Chris Kelly • April 1, 2024
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